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sllconf conference 2011 - food on the table


Presentation by Manuel Rosso at Startup Lessons Learned 2011 in San Francisco on Ma

Presentation by Manuel Rosso at Startup Lessons Learned 2011 in San Francisco on Ma

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  • Feed your family better and save money at the grocery store
  • We combine your family’s food preferences with sales at your local grocery store to create a meal plan and organized grocery listIn and out of the store in 30 – in and out of the kitchen in 45
  • If you can't get them to adopt your idea with high-touch, face-to-face service, they are not going to buy into your web pageChallenge – How do we build a scalable national business Never off the air for more than 4 weeks – and never do it again.
  • Now we are at over 13K stores
  • Over 30k recipes


  • 1. One Year Later: From the Concierge MVP to a Scalable Business
    Manuel Rosso
  • 2. Revolutionizing the way families
    buy groceries
    eat at home
  • 3. Easy to Make Recipes
    Family Preferences
    Sale items at your favorite Store
  • 4. We knew she cared
    How we got the next 100K to show us love
  • 5. Stores/Sale Items
    Big Plans
    Top chains in 50 states
    Every store per chain
    All Sale items per store
    Only care about 1 store
    Made sure that our first 10 users shopped at that store
    Protein drives dinner decision
    1 Store
    5 Sale Items
    35,000 Stores
    Over 1.5M Sale Items
    13,000+ Stores
    Over 400K Sale Items
  • 6. Recipes
    Big Plans
    All main ingredients
    Cooking methods
    Degrees of difficulty
    The right recipes
    5 recipes per ingredient
    Progressively add recipes for new sale items
    100,000 recipes
    20 recipes
    30,000+ recipes
  • 7. Usability
    Big Plans
  • 8. Usability
  • 9. Usability
    MVP - 2
  • 10. What we learned
    Break down learning into small steps.
    Once you start anticipating user feedback, you are ready for the next step.
    Learn first, code last.
  • 11. Pay attention to your customers!
  • 12. The Obvious is Staring you in the face
    “Love your product but sometimes I leave the house without my plan”
    “I want to do my meal plan in the parking lot of the grocery store”